Samsung Smart Play-Board is a smart-device to provide insights about a child’s own potential, thanks to a modular wooden-interface that children can play with, and a technological heart that tracks children’s actions and sends information to educators and parents via smartphone.

It’s an operation designed to create immediate awareness on brand values and specific product-features, generating a great positive influence on brand-perception and brand-preference. The promotional message conveys a high human value: “developing the full potential of every child”, thus promoting the adoption of Samsung smartphones as the valuable “smart-brains” of Samsung Smart Play-Boards.

In addiction the whole project is the result of an online recruiting campaign followed by 6-month of Master’s Degree course sponsored by Samsung, that offered to a brilliant student the chance to develop his own idea. Samsung products were constantly promoted in any related communication, increasing even more potential brand-preference.

The client’s brief pointed out the need of elevating Samsung to a powerful enhancer of people’s talent, engaging young people and young families, two important Italian target-audiences. Our objective was to create awareness on Samsung brand-essence and to re-ignite the curiosity on Samsung Maestros Academy, the training platform we launched in 2014. Our strategy was to provide know-how, inspirations and tools to the new generation of Italian Digital Artisans that we are fostering through our Samsung Maestros Academy Master’s Degree initiative, enabling them to develop innovation-projects with a great PR-value and positive influence on brand-awareness, brand-perception and brand-preference.

Samsung Smart Play-Board is a game-changer for the world of education that has immediately triggered a great conversation on traditional and social media, especially after the press conference at the 2015 Milan Design Week. The result was an increased brand-perception and consumer awareness among several target audiences, including young families and young adults; two important Italian target-audiences. Macerata University expressed a deep interest right after the first early presentation, becoming the official Scientific endorser of the project. Thanks to this partnership, the first release of Samsung Smart Play-Boards is being tested in several Italian pre-schools, under the scientific endorsement of Macerata University, hugely increasing the value and the meaningfulness of the whole project. As part of Samsung Maestros Academy Master’s Degree initiative, the project contributed to generate a +300% interaction-rate on social networks compared to IED benchmarks and a +10% compared to Samsung ones, reinforcing brand penetration among young audiences.

One year after the launch of Samsung Maestros Academy initiative, we launched the first Master’s Degree for Digital Artisans. When one of the students presented a powerful idea, we coordinated a supporting team and turned an early concept into a big brand-story able to achieve our communication goals. Samsung Smart Play-Board is a product-innovation that elevates the role of technology to a powerful enhancer on people’s life, creating a positive influence on brand perception and brand preference. It’s also powerful way to launch once again Samsung Maestros Academy initiative, increasing its relevance and penetration among the target audience. Samsung Maestros Academy Master’s Degree initiative started in November, and in April Samsung Smart Play-Board became an on-going Research Project in collaboration with University of Macerata, enhancing the PR value of the project even more.